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Rethinking the Consumer Base
The results of the various studies identified two significant trends. First, consumers wanted innovation—whether in containers, flavors, better labels, or lower alcohol. Liz Thach with the Wine Market Council says she has seen the industry respond to this call for innovation, which has shown up in double-digit growth in several of these categories.
Second, the council’s research identified health as an increasing concern among consumers, both among those who were wine drinkers and those who weren’t. Thach attributes this change to the pan-demic: “This idea of wellness is a direct result of Covid, and we were not prepared for that,” she says.
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